Press Release

New store concept with enhanced hands-on bear-making process and new
interactive features

ST. LOUIS--(BUSINESS WIRE)--Sep. 27, 2012--
Build-A-Bear Workshop®, the interactive entertainment
retailer of customized stuffed animals, has opened its first highly
anticipated newly designed store at West County Center in St. Louis. The
store is one of six that the company will open this year in select
markets across the United States.

Build-A-Bear Workshop has spent the last two years creating the newly
imagined store design that merges the hands-on bear-making experience
with innovative technology that is central to how kids play today. The
updated store allows Guests of all ages to personalize the bear-making
process and offers them a different experience each time they visit a
Build-A-Bear Workshop store.

“Build-A-Bear Workshop invented experiential mall-based retailing 15
years ago and has been the leader in providing interactive experiences
for kids of all ages,” said Maxine Clark, Build-A-Bear Workshop founder
and chief executive bear. “Since our inception, over 100 million stuffed
animals have been made in our stores. With this new store design, we
have combined the love of a teddy bear with the best of digital
technology. We look forward to continuing our leadership in the
interactive retail space.”

Newly Imagined Store Design

While the Build-A-Bear Workshop signature process remains at its core,
Guests who visit the new store will see noticeable changes to the
company’s trademarked stuffed animal-making experience including:

An interactive storefront which goes beyond the typical digital
signage found in other retail locations and will change with the
seasons, holidays, or other special events. Using Microsoft’s
Kinect technology and interactive touch elements, Guests can
engage and play with the signage at the front of the store.

The Choose Me station where Guests are introduced to all the
furry characters and then select one, which soon becomes a new friend.
The stuffed animals are now at kid height so young Guests can touch,
play, and form a connection with these furry friends. There is a large
selection of stuffed animals to choose from including teddy bears,
bunnies, dogs, kittens, and more.

The LoveMe station allows Guests to customize their
furry friends with special personality attributes displayed as
emoticons on an interactive table. Using Samsung’s SUR40 with
Microsoft® PixelSense™ technology, Guests
can add unique traits - like cuddly, brave, silly and smart - to their
red satin hearts, which are inserted inside their furry friends during
the Stuff Me process.

The award-winning Hear Me station,an interactive touch
screen supplied by Canvys, features an assortment of high
quality sounds that can be inserted into the stuffed animals for
further customization and personalization. Guests can select and load
popular hits from current music or sounds onto a chip plus record
their own voice to a Build-A-Sound to further personalize their new
friend.

The Stuff Me station, where Guests can now add SCENTiments to
make their new furry friend smell yummy. An assortment of scents is
available including: bubble gum, strawberry, cotton candy, and
chocolate chip. The scents that are offered will change by season and
holiday.

After the Stuff Me station,the last seam of stuffed animals is
neatly pulled shut, nearly completing each new best friend. Before
stitching the furry friend, a Bear Builder associate inserts a
barcode, allowing it to be reunited with its owner if ever lost and
returned to Build-A-Bear Workshop. Thousands of furry friends have
been reunited through this exclusive Find-A-Bear® ID
program. The barcode also generates a unique code on the birth
certificate so Guests can bring their new friend to life online and
play for free at Bearville.com™
to continue their friendship adventure when they get home.

The Fluff Me station, allows Guests to interact with their new
furry friends at a “water rippling and splashing” digital bath tub
that is enabled by Samsung’s SUR40 with Microsoft®
PixelSense™ technology. The tub magically recognizes the items as
they are placed on it and reacts with sensory effects such as virtual
bubbles that appear when play soap is placed on the “water surface.”

The Dress Me station is now organized by theme, such as dress
up and super heroes, so coordinating items are grouped and easily
accessible. This station is updated with Match Me technology
that allows Guests to see what is new in the clothing area and to
receive suggestions on related items that can be added to outfits as
Guests personalize their animals.

The process culminates at the Name Me station, where Guests use
a viewfinder or “bear-o-scope” that reveals the special attributes and
personality that have been added to the animal throughout the process.
At Name Me, Guests create a personalized one-of-a-kind birth
certificate that now includes a photo of their new furry friend.

Guests conclude their in-store bear-making experience at the remodeled Take
Me Home station, which now resembles the iconic Build-A-Bear
Workshop Cub Condo®. They receive their customized birth
certificate that is themed to their stuffed animal selection and a
special Stuff Fur Stuff® club membership, a rewards program
for Guests. Each new furry friend is then placed in their very own Cub
Condo® carrying case, which is designed as a handy travel
carrier and new home.

New Locations

Build-A-Bear Workshop will open other new concept stores in the
following premiere shopping centers throughout the United States:

Stoneridge Shopping Center® in Pleasanton, Calif. on
Friday, Oct. 5

Annapolis Shopping Mall in Annapolis, Md. on Friday, Oct. 19

The Somerset Collection in Troy, Mich. on Friday, Oct. 26

Fair Oaks Mall in Fairfax, Va. on Friday, Nov. 9

Castleton Square Mall in Indianapolis, Ind. on Friday, Nov. 16

These locations are in family-centric areas that are strong matches with
the company’s core demographic.

Bears Working Together

“It takes a village to raise a bear and our newly imagined store concept
was created with many partners who have helped turn our vision for
Build-A-Bear Workshop into a reality,” said Clark. “We worked with
companies and individuals who are leaders in their industries, many with
which we have had long term relationships. There were many supporting
partners that have contributed to a highly innovative brand experience.”

Leading cyber safety expert Parry Aftab, executive director and founder
of WiredSafety.org and WiredTrust, worked with the company to ensure
that the technological aspects meet all privacy and safety standards.
WiredTrust has presented Build-A-Bear Workshop with the Socially Safe
seal for its new store concept. This is the first time that the
organization has given this award to a brick and mortar retailer.

Building on the tradition of including kids at the imagination stage and
listening to what is important to them, Build-A-Bear Workshop also
enlisted a group of “Cub Advisors,” children and their parents, to
provide suggestions and help perfect the working model of the design.

“The Cub Advisors have helped us achieve our mission to bring the teddy
bear to life while providing the ‘funnest’ hour of a family’s day,” said
Clark. “Our new stores will continue to redefine the retail industry,
much like we did 15 years ago. The addition of new sensory and
technological features to our store concept will further propel
Build-A-Bear Workshop to our next level of success. With over 400 stores
in 18 countries worldwide, we have learned that a teddy bear hug is
understood in any language. Our brand knows no boundaries and we look
forward to significant expansion and growth for Build-A-Bear Workshop,
both in the United States and internationally, in the future.”

About Build-A-Bear Workshop, Inc.

Build-A-Bear Workshop, Inc. is the only global company that offers an
interactive make-your-own stuffed animal retail-entertainment
experience. There are more than 400 Build-A-Bear Workshop stores
worldwide, including company-owned stores in the U.S., Puerto Rico,
Canada, the United Kingdom and Ireland, and franchise stores in Europe,
Asia, Australia, Africa, the Middle East, Mexico and South America.
Founded in St. Louis in 1997, Build-A-Bear Workshop is the leader in
interactive retail. Brands include make-your-own Major League Baseball®
mascot in-stadium locations, and Build-A-Dino® stores.
Build-A-Bear Workshop extends its in-store interactive experience online
with its award winning virtual world and entertainment destination
website at bearville.com™.
The company was named to the FORTUNE 100 Best Companies to Work For®
list for the fourth year in a row in 2012. Build-A-Bear Workshop (NYSE:
BBW) posted total revenue of $394.4 million in fiscal 2011. For more
information, call 888.560.BEAR (2327) or visit the company's
award-winning website at buildabear.com®.

TRADEMARKS

We would like to thank you for your interest in covering our business.
As you write your story, we wouldask that you use our full name:
Build-A-Bear Workshop®and that when
referencing the processof making stuffed animals you use the word
“make” not “build.”

Build-A-Bear Workshop is our well-known trade name and our
registered trademark of Build-A-Bear Retail Management, Inc.Build-A-Bear Workshop®should only be used in capital letters to refer to our products and
services and should not be used as a verb.